Bruce was responsible for the Orange brand strategy and its implementation across all the mobile operators UK operations.
This was during a time of great change in the mobile market. As well as managing a team of 22 and an agency roster of 20. Bruce worked directly to the CEO on a business critical assignment called Step Change.
Ironically, one of the most iconic and well known UK brands had been allowed to become disjointed and muddled in both the direction it gave the business and its presentation across Orange’s operations.
Step Change successfully delivered cohesion and consistency back to the brand and a strategy to deal with the new competitive market environment.